国外产品整体观念的进化及其意义

The Evolution of the Total Product Concept and It's Implications

本文主要讨论了两个问题。( 1)根据对历年营销文献的分析 ,指出产品整体观念的进化循着两条路线 :一是从有形进化为有形—无形的连续体 ,一是从混沌为一的整体进化为层次井然的结构 ;( 2 )指出产品整体观念的进化对揭示产品实质、差异化竞争、新产品采用、顾客满意。

This article discusses mainly the following two problems.First,based on the content analysis of the historical marketing literature ,it points out that the evolution of the total product concept takes two paths,which one is from the pure tangible good to the tangible-intangible continuum,and the other is from the whole as a chaos to the hierarchical continuum.Second, it reveals the implications of that evolution, for the marketing theory and practice such as the essence fo product,the differentiation competition,the adoption of new product,the consumer satisfaction,the relationship marketing,the product pricing and so on.